Mother Dirt says its expansion into the EU is representative of the quick growth of this expanding category in skincare and personal care. With more health-conscious decision-making consumers in the marketplace, the European probiotic market alone is projected to exceed $20 billion by the end of 2024. This is in line with rising awareness of the downsides of over-cleaning and antibacterial wash products, culminating recently in the United States' FDA ban on over-the-counter use of triclosan.
"We've seen a high demand from the European audience since we launched in the US two years ago, and have been eager to bring those consumers a product line developed to support the skin's microbiome," said Jasmina Aganovic, president of Mother Dirt. "People are starting to realize that our skin, like our gut, needs a balance of good bacteria to be healthy."